Project —
Second Measure

Grasping
the Intangible

Industry

  1. Data Analytics

Services

  1. Strategy
  2. Identity
  3. UI/UX

We partnered with the founding team at Second Measure to help reimagine their brand strategy, visual identity, and web presence. We explored ideas and stories that emphasized relevance to the market and readied the company for long-term growth. We did this while keeping intact the origins of the company and the original ideas and purpose of the founders.

We built a design system bound by the principles of movement, intelligence, and the rich analytics and insights provided by Second Measure’s products. We explored how the design language was expressed across motion, print, digital, and product applications.


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We introduced interactions and experiences that helped communicate the power of Second Measure employing simple and consistent design elements across the system. We built on an existing language that helps tell a story in a way that captures the impact of the products using simple and accessible metaphors.

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We leveraged fundamental design elements and extended the brand’s symbols to a range of applications and expressions.

We explored the color system and applied it to both digital experiences and data visualizations.